. >> reporter: the co-founder john zimmermaner added smart phone technology. now passengers are calling for rides, paying a suggested donation price. we're seeing thousands of rides in the community each week. >> reporter: lift is signing up dozens of drivers. regular folks like jennifer. when she's, she rolls up in her car sporting the signature, pitching mustache. >> i find the passengers are all really great people. i haven't given anyone a bad rating. that's part of the system. passengers rate you and you rate passengers. so there's some safety involved. >> reporter: she isn't the only one worried about safety. the california public utilities commission is zeroing in on ride share ams. issuing lift, uber and side car, cease and desist orders earlier this year. now aing a $20,000 fine for illegally operating. citing concerns about proper licensing and insurance. lift says it is following the rules. >> we have a million-dollar excess liability insurance that covers the individuals using our platform. the p.u.c. for the entities they do regulate has a require